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Month: March 2018

pharma: community versus audience

Community or audience on social media? There is a need to always build and grow your online audience. But has pharma developed a strategy to develop and grow an online community? What is the difference between an audience and a community? And is one more important than the other?

What are some of the distinguishing features of a community?

  • A community is interactive
  • A community brings link minded people together
  • A  community involves naming the group or events by proper hashtag
  • A community uses insider jargon, wit, phrases, memes
  • A community helps each other out
  • A community is brought together by a passion

What are some of the distinguishing features of an audience?

  • An audience listens
  • An audience follows
  • An audience shares relevant information

Which is more valuable?

  • Both are very important
  • An audience can develop into a community & made to feel a part of something

Do you need different strategies for each?

  • Yes, building a community involves a different strategy than building an audience
  • Are you starting meaningful conversations?
  • Are you engaging in the conversations?
  • Are you asking for input from your community?
  • What value do you bring to the conversation?
  • Ask yourself can the community continue without you?

Some ways for #bigpharma to turn their audience into a community?

  • Pharma could start to build a community around disease or healthcare topics
  • Pharma can work towards a shared purpose go beyond their individual needs
  • Pharma can work towards building a greater relationship between community & the organization
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how can #bigpharma set themselves apart on social media

Everyone is competing for an audience and share of voice on social media platforms. So how can #bigpharma set themselves apart on social media? Broadcasting messages and touting products don’t always work with social media. There is a need to let go of the old and look for opportunities in the new wave of engagement.

Develop a unique voice

  • Every company has a unique culture, therefore, make your message your own
  • Stop broadcasting messages and be creative with your content
  • Get your employees on board – they speak the voice of your company

Your audience is your social currency

  • Speak in a way that your audience can connect with you
  • Pay attention to the language they use
  • Make sure your social media posts fit the voice of your audience
  • Involve your audience, ask them for input

Be authentic

  • Honesty is the number one trait people want to see online
  • People trust people
  • Be informative and helpful
  • Be witty & funny
  • Be relevant

Select the right social networks

  • Know where your audience is
  • Know how the audience use their social channels

Engage, engage, engage

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